Ethno-Marketing

New edition with unchanged content. An increasingly multicultural population lives, works and consumes in Germany - a trend that is of fundamental importance for target group-specific marketing in all sectors. By professionally implementing this trend in marketing practice, companies can tap into a considerable potential of customers who have so far received little attention. The integration of different ethnic groups into marketing planning will gain strategic importance in the future. Against this background, Matthias Wilken develops practice-oriented measures for successful ethnic marketing. How can the various ethnic target groups be identified as accurately as possible? Which cultural characteristics are relevant for marketing? Which products are particularly culturally relevant? What are the necessary effects on P.